I always enjoy the looks that I receive from clients when I mention “SoLoMo”. I can only imagine what they are thinking (“has he finally lost his mind?” Comes to mind a lot). In fact, I’ve memorized the explanation and have learned to quickly throw it out as soon as I bring it up. Still, SoLoMo is my favorite marketing method for local businesses, mainly because of the success that it has brought our clients, so it’s a conversation that must be had with each and every local business owner that comes through our doors.So, what the heck is SoLoMo? SoLoMo is an acronym that stands for Social, Local, Mobile, and it taps into the buying patterns of more that 80% of consumers in today’s connected world. Here’s how it works:SocialHow many times have you scrolled your Facebook or Twitter feed and saw one of your contacts (or maybe you’ve even done it as well?) asking others about the best “insert cuisine here” restaurants in the area? Or how many times have you checked online reviews on Facebook, Google, Yelp etc. before going to a local business? I’ll bet you’re just as guilty as the other 62% of all online shoppers who do the exact same thing. And of that 62%, 75% of them end up clicking through to the business’s website in the process.Having a social presence online is no longer a choice for local businesses. Nearly EVERYONE has a smartphone these days and has near-instant access to information on any business in their local area. If your business isn’t in that mix, you’re going to lose customers to the ones that are… lots of customers.LocalWhen someone who is close to your widget business searches for “widget sellers near me”, you have the opportunity to be right in front of their face at the very moment they are in the vicinity. Compare this to traditional advertising methods such as Yellow Pages, Billboards and Newspaper advertising – which are all super-expensive and not nearly as effective – and Mobile marketing is a no-brainer. Plus, with the technological advances being made with GPS tracking, it’s now possible to hit consumers with special offers when they are near your business location, making it 100 times more likely that they will stop in, even if they weren’t necessarily looking for what you’re selling at the moment.MobileAs mentioned above, pretty much everyone (even my 82-year-old grandmother) has a smartphone these days, giving them instant access to the internet and everything on it. When you combine the above two marketing methods with the power of smartphone technology (such as Apps for your company, email marketing, location-based coupon services, etc.) you end up with an ultra-powerful marketing campaign that is guaranteed to not only get your business in front of consumers, but to really grow your bottom line as well. There is simply no better method of targeted advertising for local businesses. Period.The problem with this approach for most business owners is that it does require a bit of technical know-how to set it all up, and a little TLC to keep it running smoothly. It can also lead to negative consequences such as receiving bad reviews for your company. My advice to businesses who share these concerns is to first weigh the pros and cons of using the SoLoMo approach to marketing. I’ve yet to find a single person who has found enough cons to justify not doing it. Even if you’re way too busy running your business to do it yourself, the gains you will no doubt experience from it would justify hiring a search marketing agency to handle it for you!
2012 Travel Tips for the Social Activist
Is the daily work grind or the continual schoolwork bringing you down? Is your wanderlust inner voice telling you you’re ready for a travel vacation? Yet this year you want a different travel objective, not the typical vacation, designed around personal pleasure and leisure. This year you also feel a desire to get involved with some worthy cause, to challenge the power elite status quo and make the world a better place to live. Well, if travel AND social activism are your interests, I have the 2012 travel tip solutions that will please both your traveling and social activist desires.1. My first recommended travel destination for 2012 is Chantilly, Virginia, USA host to this year’s annual Bilderberg meeting May 31st – June 3rd. Chantilly, Virginia, at the Westfield Marriot Hotel, was the host for the 2008 Bilderberg meeting.Chantilly, Virginia is within close proximity to Washington, D.C.; the nation’s capitol offers a unique historical, cultural experience as well as a great place to voice dissent! Fortunately too, for the budget traveler, Chantilly has a youth hostel on the outskirts of the Washington, D.C. area. Why not book your reservations now, and enjoy the beautiful Virginia countryside and Washington, D.C. cultural activities while also vocalizing your displeasure to a passing banker, politician, or corporate CEO? Your opinions and discussions may plant the inception seed activating a pang of conscience that will eventually lead to less harmful world policies. If you discover the overt sidewalk protests are less successful, may I suggest an alternative, stealth approach: position yourself as a well-dressed hotel patron in the lobby where the Bilderberg members are staying. Act as an unassuming gadfly, listening for telling conversations from Bilderberg meeting attendees.Granted, such intimate access may prove to be difficult; however, for the determined spirited social activist, the challenge enhances the adventure and the success sweetens the reward.Are you ready for summer outdoor fun, a freelance journalist’s dream, and a proud sense of moral accomplishment? That’s what I experienced when I planned my fall 2000 vacation in Europe to coincide with the scheduled IMF / World Bank meeting in Prague. A well-organized anti-globalization protest was waiting for the banking attendees, similar to the successful anti-WTO protest in Seattle, November ’99, which I attended. I wanted to continue being a part of this proud movement.I’m certain at the Washington, D.C. youth hostel, and around town, you will meet kindred spirits who are also knowledgeable of this Bilderberg meeting event (global citizen individuals and various NGO members). As I had experienced during the Seattle ’99 and Prague 2000 protests, you will form lasting friendships with these fellow travelers / activists.2. To start your summer season, I recommend planning a visit to Los Cabos, Baja California, Mexico for the annual G-20 meeting, June 18-19. What fun you will have mixing summer outdoor fun with social activism. Cabo San Lucas offers scuba diving, fishing, nightlife, and so much more. Even though the rich elite will be staying at expensive resorts, there are ample inexpensive lodging options at Los Cabos, including youth hostels. You can even pitch your tent near the beach!3. To start your fall season, I recommend a trip to Switzerland for the WTO public forum meeting in Geneva, Switzerland, September 24 – 26. A good central location for fine nearby skiing, autumn color hiking, and a piping hot cappuccino next to a roaring fireplace as you listen in to some powerful banker’s insidious plan.4. Continuing your fall season travels, I recommend visiting Tokyo, Japan for the IMF / World Bank meeting, Oct. 12-14. Enjoy social activism by day and exotic bustling Tokyo nightlife by night.For budget accommodations, Los Cabos, Geneva, and Tokyo, all have several hostels in the city and nearby vicinities.Last, for those planning on traveling through California, I recommend an outdoor excursion north of San Francisco. Besides marvelous vineyards, inspiring redwoods and dramatic coastline, there’s also an elite power broker retreat called Bohemian Grove nestled in the redwoods near the town of Guerneville and the Russian River.
The retreat of course has security ( as I discovered many years ago) so an undercover role as a naive hiker is a good start. While peering through the redwoods, you may find an influential politician or CEO performing some decadent, hedonistic ritual in a yellow chiffon dress! Don’t forget to bring your camera!I hope you find these travel tips useful for your future 2012 travel plans. You may even come across yours truly, the author. Happy travels!